Sarah Henderson
Sarah Henderson
Prahan, Australia
TitleSpeedkills
Agency
Campaign Speedkills
Advertiser Transport Accident Commission
Brand Roads and safety
Date of First Broadcast/Publication
Tagline Rename Speed to Speedkills
Philosophy

Describe the campaign/entry

Speeding on rural roads is major issue in Australia. In fact, the death toll has increased by 20% in the last year.

Traditional shock tactics weren’t working.

In an effort to reduce the road toll, we joined forces with the tiny rural town of Speed (population 45) and asked them to promote the slowing-down on rural roads message on our behalf.

The people of Speed agreed to change their town’s name to SpeedKills if they got enough ‘likes’ on Facebook.

We worked closely with the townsfolk to spread the word, through online content, TVC’s and social media.

Their homes and workplaces formed the backdrop to the campaign.

No scripts. No actors. Just real people telling a story of frustration and appealing to the community to support their cause.

The campaign exploded, catching the attention of social and broadcast media worldwide.

Speed is now called SpeedKills, and people are slowing down. 

Describe how the campaign/entry was launched across each channel in the order of implementation

First we created the ‘Rename Speed’ Facebook page.

Then we populated it with documentary-style videos featuring the people of Speed. These included a heartfelt appeal to support the name change, a slow song written and performed by a resident, a slow car race event, and a quirky video showing how to register a ‘Like’ on facebook.

We launched the content using PR, driving people to the facebook page where they could show their support.

We encouraged the ‘likers’ to propagate the message (digitally and with posters and bumper stickers) and used twitter and blogger outreach to go even broader. This was all supported with a TVC, SEM, Video seeding, and facebook advertising. 

Describe how the campaign/entry was launched across each channel in the order of implementation

First we created the ‘Rename Speed’ Facebook page.

Then we populated it with documentary-style videos featuring the people of Speed. These included a heartfelt appeal to support the name change, a slow song written and performed by a resident, a slow car race event, and a quirky video showing how to register a ‘Like’ on facebook.

We launched the content using PR, driving people to the facebook page where they could show their support.

We encouraged the ‘likers’ to propagate the message (digitally and with posters and bumper stickers) and used twitter and blogger outreach to go even broader. This was all supported with a TVC, SEM, Video seeding, and facebook advertising. 

Problem <p>Speeding on rural roads is a major cause of deaths in rural Australia. In fact, deaths have increased by 20% in the last year. Government shock tactics weren’t working.<br />In an effort to reduce the road toll, we targeted ‘permissive speeders’; Australians who believe there’s nothing wrong with driving over the speed limit.<span> </span></p>
Result <p>Buried in the Australian outback is a tiny town called Speed (population 45). They agreed to change their town’s name to SpeedKills if enough people ‘liked’ the idea on facebook.<br />We made a series of documentary-style videos featuring the people of Speed, from a simple appeal to support the name change, to a quirky slow car race.<br />The content was spread using PR and social media, and<br />supported by search and TV advertising.<span> </span></p>
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